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Our research tells us that one in five consumers is showrooming, and that a whopping 96 percent of smartphone owners plan to showroom in the future. What’s more, of those already comparing prices online, 33 percent ultimately leave the store and purchase from a competitor. How can retailers combat this growing trend? Some think price-matching is their best –and only –alternative. Are they right?

I’m not convinced.

Yes, the research I’m referring to did show that most consumers would welcome price matches. But –and this is the key –our study also showed that consumers would welcome other kinds of personalized offers, as well. When asked how they would like retailers to respond to showrooming, the consumers in our survey said they would like:

Price-matching – 57 %

Loyalty points – 30 %

Better in-store customer service – 29 %

Item shipped directly to my home – 23 %

So, as I see it, there are two main problems with a strategy that positions price-matching as the only option for surviving the onslaught of showrooming:

1. Combating showrooming with price-matching alone is not sustainable long-term. Eventually, brick-and-mortar retailers have to account for their higher overhead costs.

2. Combating showrooming with price-matching alone ignores other valuable forms of customer engagement. Rather than focusing solely on price-matching, brick-and-mortar retailers need to take a broader view and work to elevate the total customer experience. They need to start personalizing the shopping experience and recognize that not every customer needs (or even wants) a price match.

Let me expand on this second point . . .

Over the next few years, the brick-and-mortar retailers that succeed will be the ones that change the in-store dynamic. They’ll use data-driven marketing insights to empower employees, so then these employees can treat shoppers they way they want to be treated: as individuals with unique buying behaviors and preferences.

For instance, by using data-driving marketing, retailers will learn which consumers value bonus reward points over price-matches. They’ll also learn who prefers an extended warranty or some other perk.

Of course, all of this is part of good, “old-fashioned” customer service . . . and that may be want today’s shoppers want most of all! 84 percent of the consumers in our survey said they are willing to pay 5 percent above the standard price of a product or service to ensure they receive a superior customer experience.

It all boils down to understanding your customers –as aggregate groups and as individuals. You need to connect all your data so you know what your customers like and don’t like. You know need to know how to answer their questions. You need to optimize customer relationships at every touchpoint.

In other words, price-matching alone is not the answer to showrooming. Instead, brick-and-mortar retailers need to adopt a multi-pronged approach that includes price-matching, a personalized consumer experience and improved cross-channel integration. At the end of the day, implementing this blend of tactics will be what changes the in-store dynamic, elevates the customer experience and ultimately, minimizes the impact of showrooming.